![]() ![]() However, Netflix has been testing an audio-only function, according to reports, and has been surveying the creation of a new online space where it would share podcasts and other additional content, according to technology report Protocol. So far, Netflix podcasts are available via Apple and Spotify, among other platforms. The person would lead and shape Netflix’s podcast strategy and negotiate and manage contracts with outside partners and agencies as well as manage a departmental budget and a small team of internal podcast producers and experts, according to the post. Netflix has been advertising for a head of audio and podcasts since at least March, someone who can shape “the vision and implementation for Netflix’s growth in the podcast space,” according to a posting online. Like podcasts, these efforts have largely been a marketing effort to drive attention to shows and films, but they raise the potential for future revenue streams.įor now, podcasts sit firmly within Netflix’s marketing division. The company also has been turning its hit shows like “Stranger Things” into video games. Netflix hasn’t diversified its business areas beyond its core streaming platform, although it has dabbled in merchandise, consumer products and publishing, according to Bloomberg. The company aims to have 20% of the listening on its service be non-music. ![]() “A big priority for many buyers, including Netflix, is incubating IP,” Hurwitz said.Ĭompany Town Dawn Ostroff’s plan to turn Spotify into the ultimate podcast hubĭawn Ostroff, Spotify’s chief content officer, says she plans on making hundreds of original podcast series next year as part of a strategy to expand the streaming platform’s podcast offerings. Times true crime podcast “Dirty John,” which was made into a show on Bravo. Such audio programs include the Gimlet Media thriller “Homecoming,” that later became a series on Amazon Prime Video starring Julia Roberts and the L.A. Podcasts have become a popular way for creators to inexpensively test out ideas, creating new intellectual property that can later be developed into TV shows or movies. In 2019, TNT and podcast studio Cadence13 launched “Root of Evil: The True Story of the Hodel Family and the Black Dahlia,” a companion to the TV series “I Am the Night.” Earlier this year, Apple TV+ launched a companion podcast for its series “For All Mankind” featuring discussions with people who work on the show. Netflix’s rivals have similar efforts around promotional podcasts. About 80 million Americans listen to podcasts weekly, up 17% from last year, according to a survey by Edison Research and Triton Digital. Podcasts can be an effective way to build marketing buzz for shows. The investment in audio can pay dividends. So far, Netflix has used mostly outside producers to make its podcasts, and it taking pitches for new show ideas, several people familiar with the matter said. The show covers a wide range of topics, from colorism to body image. The most popular podcasts so far are spinoffs such as “You Can’t Make This Up,” which digs into the real stories behind Netflix’s true crime films and series and “Okay, Now Listen,” a biweekly podcast under the company’s Strong Black Lead brand hosted by Scottie Beam and Sylvia Obell. The audio push builds on Netflix’s existing library of about 30 podcasts, which are primarily tied to the promotion of popular TV shows and movies such as “The Crown” and “The Irishman.” The streamer even has a podcast for its jobs page, called “We Are Netflix,” that features employee accounts about life at the company. Hurwitz represents many podcast producers. “It’s exciting to see more buyers of original content in the audio space,” said Marissa Hurwitz, an agent in WME’s digital department, referring to Netflix. ![]()
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